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GamEdge™ represents the tools WMS provides operators to help manage their networked gaming applications and integrate disparate facility-system data to allow an operator to properly understand and analyze a patron’s profile (on and off the casino floor).
The central application within this platform is a category-creating Patron and Product Management system. This application goes beyond traditional CRM technology, business intelligence and analytics systems; it represents the next step in WMS' vision of the Casino Evolved™. This solution provides casino operators with CRM modules, business intelligence, and analytics that enable operators to integrate marketing reinvestment offers with the gaming experience itself.
Based on the award-winning Microsoft Dynamics® CRM platform, the GamEdge™ Patron and Product Management application delivers a whole new level of patron loyalty capabilities including:
Simplicity
The new product conforms to virtually all standard Microsoft® conventions, meaning that the learning curve for IT staff familiar with Microsoft networking and server-based applications should be reduced due to product familiarity.
Flexibility
In order to support analysis and action-based decision-making across your entire enterprise, the application has been designed to integrate numerous disparate systems. The system incorporates not only a data warehouse of historical information, but also OLTP (on-line transaction process) applications for real-time data.
Scalability
Running atop Microsoft Dynamics, the system is inherently scalable. Whether you operate a small, single casino or a large chain with dozens of facilities, the application will support your operations.
Capability
By offering capabilities in the patron management, loyalty management, campaign management and predictive analytics areas, this new application provides all of the traditional requirements. It also includes a configurable executive dashboard and call-management module as well as a direct integration with other Microsoft applications such as Microsoft Office®. Furthermore, it is networked gaming-ready with a robust rules-based module that interfaces with networked gaming applications such as Remote Configuration and Download.
Credibility
This is a product that comprises features and functionality of CRM applications that the Microsoft and HCL partnership has successfully implemented in various industries around the world. This proven system has garnered accolades by internationally renowned organizations and technology media.
Visibility
WMS' GamEdge solution comes with a substantial suite of standard reports, including analytical and reporting capabilities for rewards, program economics, campaign effectiveness, patron retention, patron value forecasting, product-performance reporting and affinity program analysis. All modules come with a level of customization to address the unique needs of each casino regardless of size or location.
The new system rewards players through the gaming experience rather than in addition to it. For example, a patron achieving a certain milestone or accomplishment may be rewarded with added entertainment features. Done in real time, such direct intervention is designed to enhance the gaming experience and increase patrons' loyalty to both the game and the venue itself.
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